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As 2013 comes to an end, Adweek and Unruly Media took a look back at the year’s most viral ads. You’ve likely seen many of these pop up in your Twitter or Facebook feeds, as they were shared online more than any other advertisements this year.

Though advertising is a separate branch of communications than PR, unity and consistency between the two generate the most effective messaging. And with the changing face of media and communications today, creating interesting and engaging content is more important than ever.

Good content that connects with your audience will be re-shared by your brand ambassadors and fans, and thus multiply its impact many times over. Great content will even reach those unfamiliar with your brand, leave a lasting impression on them and generate a viral effect.

A good rule of thumb when putting together any corporate communications is to focus on quality over quantity. One ad that is shared online millions of times will have a greater impact than a dozen ads, which don’t resonate with your key audiences.